MARKET DEVELOPMENT PLANNING

Service providers and enterprises selling directly to consumers need to uncover and prioritize consumers' wants and needs towards the deliverance of new revenue streams and protection of the customer base. The key to choosing the right solution response supporting B2B sales requires a clear-cut understanding of the value-creating processes that distinguishes your customers' products and services from its competitors in meeting prioritized end user needs. In addition our marketing plan architecture addresses the following process elements address:
  • Develop competitive benchmarks
  • Understand customer profitability and cost to serve
  • Articulate your value proposition to your customers
  • Implement effective branding, advertising & promotion strategies
  • Effectively manage product mix & bundling
  • Design an effective channel strategy keyed to how end-users buy, and how the channels contribute to customer success
  • Price products to maximize return
  • Management of time-to-market

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Marketing Plan Architecture
Our market planning architecture has eight steps to it, beginning with a disciplined business model review and ending with the project marketing plan.

Business Review
  1. Corporate Vision
    • Actionable objectives with cause/effect linkage to strategy
    • Constraints
  2. Current business model review
    • Value props offered stakeholders
    • Market sizing & segmentation
    • Competitive assessment
    • Opportunities & threats
    • Execution strategy
    • Integrated delivery platform of tangible & intangible assets (core competencies)
    • Physical assets
    • Market-facing assets - customers, channels, alliances
    • Company-facing assets - employees and suppliers
    • Financial assets
    • Organizational assets - systems, processes, brands, patents

Marketing Plan
  1. Target market sales and marketing objectives
  2. Positioning and marketing strategies
  3. Communication objectives
  4. Tactical marketing plan
    • 4 P's, packaging, branding, advertising, publicity, merchandising
    • Business case - a financial assessment tying it all together
    • Risk assessment
    • Business model adjustments required
  5. Marketing plan Execution
    • Work breakdown structure
    • Resources & assignments to work packages
    • Quality gates
    • Key milestones
    • Balanced scorecard measurement

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Time-To-Market Management
We see time-to-market management as a 5-step process requiring careful management.
Phase 0: Market Experimentation
  • Test the value proposition and shape the product with lighthouse customers. Implementation can be throwaway prototype, mock-up, and/or trial/pilot
  • Learn cheaply and rapidly from small-scale experimentation identifying markets to test in Phase 1

Phase 1: Time-To-Market
  • Test the wider appeal of the value proposition in selected markets, based on key attributes specified and exploited from Phase 1 learning
  • Initial test of architecture scalability
  • Plan for integration with Phases 2 & 3

Phase 2: Time-To-Volume
  • Achieve leadership position in chosen markets, rapidly growing share with a lean product, but with a scalable architecture
  • Leverage suppliers and partners, achieve scale, and market coverage
  • Begin integration process

Phase 3: Time-To-Profitability
  • Grow market share with full featured product and product enhancements
  • Aggressively reduce cost structure
  • Sustain as long as possible

Phase 4: Harvest
  • Channel cash into Phase 0-3 innovations rather than reinvest in Phase 4 product
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Business Case Methodology

Our business case methodology uses a team-based approach to market analysis and forecasting incorporating a consensus view of marketing and sales teams' expert knowledge and experience. This adds believability to the business case among its stakeholders. In addition we take a balanced view of forces that influence the outcome of events including:
  • Segmented market demand analysis based firmly on the customer value proposition
  • Logically structured view of customer buying behavior
    • Founded on consensus view of marketing team's expert knowledge, experience, and intuition
    • Incorporates customer's view of benefits derived from product/service attributes
    • Costs and risks of ownership including cost thresholds
  • Consideration of alternative product/service delivery platforms' investment and expense characteristics
  • Treatment of new market opportunities as overlays to the plan of record with all NPV cross-elastics accounted for
  • Scenario analyses to aid decision makers to take an extended view in a world of uncertainty
  • Strengths and weaknesses of alternative marketing strategies are clearly established through early on identification of key factors influencing the success or failure of the product/service introduction and forces driving those key factors.

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Copyright © 2006 Market Strategy and Analytics Partners, LLC